New Zealand has launched a NZ$35 million (US$21.1 million) Tourism Growth Roadmap, unveiling a comprehensive package of initiatives set to accelerate international tourism and boost business events.
Tourism and Hospitality Minister Louise Upston announced the roadmap at the Meetings 2025 Welcome Event in Auckland. It comes hot on the heels of (and includes) Monday’s announcement of NZ$13.5 million in new marketing funds aimed at Australia, the US and China.
That allocation alone is expected to generate 72,000 additional visitor arrivals and NZ$300 million in visitor spending.
“These are big numbers, but that’s only part of the NZ$35 million package,” said Upston. “I am also committing a further NZ$6 million in new funding to uplift marketing activity in the emerging markets of India and South-east Asia.”
The value of business events was reinforced, with a further NZ$3 million allocated to the Conference Assistance Programme to continue business event attraction efforts over the next year.
Upston revealed that the original NZ$3 million committed in March had already resulted in 15 to 20 additional bids, with three wins secured to date, collectively valued at NZ$7.5 million.
Business Events Industry Aotearoa’s (BEIA) chief executive Lisa Hopkins welcomed the renewed investment.
“The initial NZ$3 million investment was a powerful starting point. This second wave of funding sends a clear and deliberate message to the global market, that New Zealand is here to compete for international business events, and we are in it for the longhaul,” she said.
Other notable features of the roadmap include a NZ$5 million boost to strengthen major events attraction, and a co-funded NZ$4 million investment to enhance visitor experiences and reduce congestion along the Milford Road corridor.
“Increasing tourism and creating a strong economy is a key focus for the next few years, and the economic contribution of the business events sector is a critical element to our success,” said Upston.
The minister officially opened MEETINGS 2025, New Zealand’s largest business events showcase at Auckland’s Eden Park with 700 people on Tuesday evening.
The two-day trade exhibition began today (June 11) at Auckland Showgrounds, with exhibitors across 253 stands representing 18 regions, meeting with over 550 domestic and international buyers.
